Maybelline New York Reinvents Historic Slogan for Inclusive Era
Maybelline New York has officially retired its iconic 35-year-old tagline in favor of a punctuated, inclusive update featuring global ambassador Miley Cyrus. According to reporting from Allure, the brand is shifting away from its rhythmic jingle to a version that emphasizes individual possibility and collective identity through significant changes to both grammar and pronouns.
Context from Industry Pulse
The rebranding of a 35-year-old slogan highlights a strategic tension between heritage brand equity and the modern demand for inclusivity. By shifting from she to we, Maybelline attempts to broaden its appeal beyond traditional feminine archetypes. However, the decision to interrupt the cadence of a phrase that remains recognized by over 80 percent of consumers carries significant risk. This move follows a 2024 restoration of the original line, suggesting the brand is struggling to balance the nostalgic power of its historic jingle with a desire to appear socially relevant. Leveraging Miley Cyrus as the face of this transition indicates a reliance on celebrity influence to validate more rigid, statement-driven marketing language.
On November 10, 2026, Maybelline New York introduced a structural overhaul to one of the most recognizable catchphrases in the beauty industry. As Allure reports, the long-standing Maybe she is born with it, maybe it is Maybelline slogan has been replaced with a more deliberate version: Maybe. We are born with it. Maybe. It is Maybelline. This update substitutes the singular pronoun she for the collective we and introduces full stops after the word maybe to create intentional pauses.
Global brand president Sandrine Jolly told WWD that the previous jingle contained a sense of ambiguity or questioning. By adding terminal punctuation, the company intends to transform the word maybe from a sign of hesitation into a definitive statement regarding human potential. This evolution is designed to align with the contemporary needs of women by focusing on possibility rather than doubt. The rebranding effort is supported by a new campaign featuring Miley Cyrus, who has served as a global ambassador for the brand since 2025.
Reaction to the change has been mixed among industry observers. Allure notes that their editorial team expressed concerns regarding the loss of the original slogan’s satisfying rhythm and memorability. Critics suggested that the new punctuation might be interpreted as skeptical or dismissive rather than hopeful. Some staff members argued that while the shift to an inclusive pronoun was a positive step, the fragmented structure makes the phrasing less natural to speak than the original eight-word sentence.
This is not the first instance of Maybelline attempting to pivot away from its signature phrasing. Allure reminds readers that the brand launched a different slogan in 2015, which was eventually abandoned after consumer data showed the original tagline maintained an 84 percent recognition rate nearly a decade later. The company eventually restored the classic line in 2024 with high-profile ambassadors before arriving at this current iteration. The new campaign video features Cyrus discussing the concept of infinite possibility and the ability to create the identity one dreams of while remaining authentic.
The Industry Pulse Bottom Line
Maybelline is sacrificing a decades-old rhythmic jingle for a statement-heavy, inclusive alternative. Success depends on whether consumers embrace the new message of possibility or reject the loss of the brand's most memorable auditory asset.